We’ve compiled a list of useful conversion rate stats across different sectors and channels.
First, a quick note on conversion rates. While this can be a useful measure, it doesn’t always tell the whole story, as Dan Barker explains here.
Still, conversions can provide a useful benchmark, when compared across devices and different acquisition channels.
We have stats on conversions by device, country, sector and more…
Add to Cart Rates
This isn’t a purchase, but customers adding items to carts is a step on the way to conversion, and a useful metric for retailers to monitor.
According to stats from Monetate, an average of 11.63% of global web visitors add items to their carts on desktop, 10.21% on mobile and 11.25% on tablets.
Customer Journey Stats
These stats, from SaleCycle clients show that an average of 43.8% of sessions result in shoppers viewing a product, 14.5% adding an item to their cart, and 3.3% making a purchase.
Average Ecommerce Conversion Rate
Data from iRP puts the overall average ecommmerce conversion rate at 1.71% for July 2019, up from 1.6% the previous year.
Percentage of Conversions: Mobile v Desktop
For fashion websites, the majority of conversions (51.39%) now take place on mobile devices.
Mobile accounts for 41.32% of retail conversions, whereas just 30.15% of travel sales are mobile.
Conversion Rates From Cart Abandonment Emails
Average conversion rates from cart abandonment emails for H1 2019:
Conversion Rate by Device
Though more than 50% of sales take place on mobile in sectors such as fashion, overall mobile conversions lag behind those on desktop and tablet.
The UK’s shoppers are seemingly happiest to convert via mobile, with average conversion rates of 2.97%.
Conversion Rate by Product and Acquisition Channel
Data from Compass looks at how conversion rates vary according to the type of retailer, and the channel sending traffic to their sites.
Email is generally the channel with the highest conversion rates, closely followed by referrals.
Meanwhile Food & Drink retailers (many of which are likely to be grocery sites) enjoy the best conversion rates, at 3.73%.
Black Friday Conversion Rates
Sales periods will often boost conversion rates for retailers, especially big ecommerce events like Black Friday.
This chart from digitalcommerce360 shows the percentage change in conversion rates YOY for a selection of big name retailers.
Specific sales tactics can also help to boost conversions around sales periods.
Over Black Friday 2018, used countdown timers, some in cart recovery emails, others in on-site messages.
These countdown timers drove an average conversion uplift of 200%.
Conversion Rate Stats by Country and Selected Industries
Stats from Wolfgang Digital show conversion rates across retail and different types of travel product.
The stats also show conversion rates for 12 countries. The, at 1.8% has the highest of this selection.
The 2021 Ecommerce Stats & Trends Report
The latest data on ecommerce trends and online customer behaviour
Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.